Best Friends Animal Society Raises Awareness With the Mail

Best Friends runs the U.S.’s largest no-kill animal sanctuary across multiple locations, and works toward one mission: ending pet homelessness. This particular newsletter package included multiple animals’ stories, a breakdown of how monetary gifts assist the animals and the organization, as well as plenty of images of pets in need to tug at donors’ heartstrings.

Who Could Say No to That Face?

The animal shelter puts one of its four-legged stars front-and-center on this full-color envelope, pairing it with an intriguing teaser.

Tell a Story

The letter showcases the sad story of Pretty Girl, a pup who had a rough start, and includes her photo to further draw the donor in. The top of the letter includes a donation reply form, making it easy to take action.

Let’s Break It Down for You

To better educate the prospective donor, Best Friends provides examples of the impact specific dollar-amount donations will have (seen on the left) and then uses the right column to provide its mission, vision and history.

ETMelissa WardAuthor's page
Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.